However, people are becoming more aware of the addictive nature of the digital world and their own screen usage. In fact, a Deloitte survey found that 38% of people believe they’re using their phones too much. This new self-awareness is prompting a change in behaviour and many smartphone users are aiming to decrease their screen time.

Even Apple is addressing this trend by rolling out a new iPhone feature that encourages people to limit their app usage. This feature is a built-in ‘App Timer’ that can set limits on certain apps, reminding the user to move on after 30 minutes or an hour.

As people are deciding to use screens less, many advertisers are fighting for their attention more. Unfortunately, this has resulted in a shouting match, seeing which brand can shout the loudest. This isn’t a great user experience, nor is it working for advertisers. The solution is not adding to the noise, but instead, to provide value where it’s relevant and useful.

Advertising needs to change alongside the trend, not against it. People are utilising their screen time for more useful and enriching experiences and ads should follow suit.

Publishers should work on improving the user experience

Advertising is a value exchange, it supports valuable content, news sources and social platforms. However, some ads don’t always contribute to a positive user experience by disrupting content or dominating the page.

This demonstrates the ad types that are unacceptable and are now blocked by Google Chrome’s Ad Blocker. But what ad types are acceptable? Well, the IAB has released the ‘LEAN Principles’, a set of principles that outlines ad standards that will deliver a better user experience.

By working with reputable ad tech companies, publishers can help brands show non-intrusive ads and make a better experience for their users.

At Coull, we work closely to these standards to make sure we produce ad formats that promote a positive user experience. We think of innovative ways to utilise unused and non-intrusive spaces, such as our OnPause format that only display an advert when a video is paused.

Advertisers should provide value and quality through the right format and bespoke creative

Yes, advertising is a value exchange, but advertising itself should also provide value.

Instead of bombarding people with advertising, more thought should be put into the messaging and creative itself. As comic Steve Martin says,

“be so good they can’t ignore you.”

The IAB’s ‘Fit for Purpose’ research showed that 78% of UK adults are annoyed by ads that aren’t tailored to their smartphone device. But when mobile-optimised ads were made, there was a 56% uplift in brand consideration.

Only by working solely with reputable ad tech companies and web publishers can we truly improve digital advertising.

How can you find out which companies can be trusted? The IAB aims to do just that with their new Gold Standard.

Gold is advertising’s best friend

We’re committed to making a better online advertising experience which is why we’re now registered for the IAB’s Gold Standard. The Gold Standard initiative aims to reduce ad fraud, improve the digital advertising experience and increase brand safety.

We’re really excited by the positive changes happening in the industry, so let’s all raise a glass to a future filled with better advertising and enriching online experiences for everyone.